Norah Sahman, a standout Saudi illustrator and cultural connoisseur, unveils her creative vision behind the captivating dress code she designed for the Saudi Cup 2021. Villa 88 explores her fascinating journey and her latest collaboration to get a glimpse into what she has in store for the future.
Can you share the inspiration behind your illustrations?
My illustrations mirror my perspective on the world. I prefer a straightforward approach to observing things and gravitate towards nature, often immersing myself in its beauty. You’ll notice my illustrations are characterised by colours, patterns, and an effortless sense of simplicity.
You created the dress code for the Saudi Cup 2021. What cultural elements did you focus on to accurately represent the Saudi dress code in your illustrations?
I initially embarked on thorough research, diving into traditional clothing, drawing from a vast array of visual and written sources. Dr. Laila Al-Bassam’s significant contribution to documenting Saudi traditional attire was particularly impressive, as seen in her recent book. Engaging deeply with these references, from colours to patterns, I sought to explore their resonance within our culture and their personal significance to me as a modern Saudi Bedouin woman. This exploration formed the foundation of my illustrations for the Saudi Cup 2021.
How did you ensure that your illustrations captured the essence of Saudi culture and tradition while also appealing to a wider audience?
This task posed a challenge due to the richness and diversity of Saudi culture. As I explored traditional clothing, I aimed to present pieces in such a manner that they aren’t just seen as relics of the past but as integral parts of our contemporary culture. I envisioned combining elements of these garments with everyday wear like scarves and headpieces, catering to those less acquainted with Saudi culture.
Simultaneously, I sought to craft illustrations showcasing complete looks that the Saudi audience could readily recognise and visualise themselves wearing.
Could you share more about the new product line you’ve developed? What inspired the merging of your passion for art and craftsmanship in this collaborative business endeavour?
Norah Aljehani and I crossed paths while working in the same organisation. As we collaborated, our synergy became evident, fostering a strong working relationship. Our friendship blossomed as we uncovered our shared passion for the arts and craftsmanship. Often, we’d exchange intriguing pieces like cups and notebooks, or share unique finds. Our frequent discussions led us to collaborate on creating a line of products together.
Initially, we didn’t dive straight into a partnership. Our aim was to concentrate on one product, testing it with both customers and our collaboration. The enthusiastic reaction to our debut product, coffee cups, along with the joy of working together, convinced us to solidify our partnership. Our goal is simply to persist and keep moving forward.
What’s the approach you take for the creative process in your collaborative projects, and how do you navigate blending your distinct styles and ideas?
Our process is streamlined as we complement each other seamlessly, sharing an equal dedication to the core purpose of our partnership: celebrating crafts. This creative pursuit is a passion for both of us, driving us solely by our love for craftsmanship. Initially, we decide on a product, granting me the liberty for unrestricted creative design, a space for which I’m grateful to Norah. Her expertise as an astute product developer, rooted in extensive research and experience, offers invaluable insights into market trends, enriching our design and development journey. Crucially, while we deeply respect each other’s perspectives and ideas, our ultimate reliance lies in each other’s judgment.
What obstacles arose while developing your products, and how were they resolved?
When I began crafting the cups, my primary obstacle was disregarding others’ preferences. It’s an ongoing struggle in my creative process. Yet, as I distance myself from catering to the public and concentrate on my artistic vision, I find greater satisfaction in what I create. Interestingly, the result has been well-received by others too.
As someone specialising in culture, how do you address depicting Saudi culture in your illustrations?
I aim to portray cultural aspects unconventionally, valuing simplicity as beauty, reflecting both my personal essence and my identity as a contemporary Saudi Bedouin woman. Instead of echoing familiar references as they stand, I strive to unveil lesser-known facets of Saudi culture, shedding light on people’s connection with nature and the minimalist design ethos prevalent in the Najd region.
Do you often integrate cultural symbols or traditions that inspire you into your work?
During my upbringing, the Saudi environment defined my world. Surrounded by palm trees and various influences that continue to captivate me, it wasn’t until I departed for a few years and returned that I began to truly observe the richness of my culture. This sparked a newfound appreciation, allowing me to perceive everything afresh.
I not only discovered the inherent beauty of my culture but also cultivated a profound pride and admiration for it. My passion for nature, particularly the palm trees, resonates deeply with me and often finds expression in my illustrations.
What’s next for your collaborative art and craftsmanship line?
One of our objectives is to uphold local craftsmanship by not just appreciating the existing skills of craftsmen but by also aiding them in modernising their craft to create high-quality, relevant creations for today’s era.
Do you have particular aspirations you’re aiming for in the next few years, either personally as an artist or within your creative collaboration?
Understanding Saudi culture remains crucial, which is why I consistently emphasise the significance of education. As a mother and educator, it’s important for me that children encounter our culture in accessible ways through various artistic mediums.
Follow @norahsahman on Instagram.
